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Data, native advertising and ad blockers revolutionize the media business models

Abstract:

Through the last hundred years, the innovation of media relied on the technologies of distribution and dissemination of contents, that innovation has now moved to business models. Radio and TV borrow the funding model of advertising, initiated by the press, which then pierce the web. Digital technologies impact not only the forms of distribution of content but also its marketing models, monetization and financing as well as strategies and alliances that media organizations must adapt to new competitive scenarios. This article examines the changes brought about by innovation in business models for marketing advertising and in the product or service information both in the press and on traditional television.